Marketing in the age of Trump
Donald Trump has rewritten the rules of political communications with a campaign that has earned billions of dollars’ worth of free media coverage and shown the power of emotion over reason.
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Mark Ritson: Trump’s marketing success shows the power of personality
Mark RitsonThe stunning success of Donald Trump’s earned media strategy proves that social media and content marketing work when brands are willing to take risks.
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Hillary Clinton’s chief strategist Joel Benenson on bringing campaign tactics to brands
Jonathan BaconJoel Benenson is the only pollster to help win three US presidential elections for Democrat candidates, first with Bill Clinton then twice with Barack Obama, and he hopes to win a fourth with Hillary Clinton in 2016. He tells Marketing Week how both brands and politicians can tap into the ‘hidden architecture’ of public opinion.
Donald Trump’s election is a victory for emotion-led marketing
Jonathan BaconDonald Trump has succeeded in appealing to voters’ emotions during the US presidential campaign, but marketers should not rush to copy the tycoon’s tactics.
How UKTV is repositioning to ‘revitalise’ its challenger mindset
Charlotte RogersRather than letting Covid-19 put it off its stride, UKTV is investing in a major brand repositioning project as it looks to get match fit for the post-lockdown world.
How David Attenborough and talking animals are helping ZSL fill its £12m budget hole
Sarah VizardThe Zoological Society of London, which owns London and Whipsnade zoos, is hoping a two-pronged marketing strategy focused on families and fellows can help it attract the donations it needs to survive the coronavirus crisis.
Seven steps to implementing an effective lead nurturing strategy
John HughesIt’s not enough to create content to lure sales leads, you need to understand how warm they are and to tailor their journey to their interests.
Revealed: Marketing Week Masters Brand of the Year shortlist
Marketing Week ReportersA total of seven brands have been nominated for Brand of the Year, with the winner to be announced at the Marketing Week Masters awards in September.